The Influence Of Shopee Paylater On Consumers' Behavior: Case Study Of Students Of The Faculty Of Economics And Business, University Of North Sumatra

Feb 27, 2025 by ADMIN 150 views

The Influence of Shopee Paylater on Consumers' Behavior: Case Study of Students of the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's digital age, the rise of e-commerce platforms has revolutionized the way people shop and make purchases. One of the most popular e-commerce platforms in Indonesia is Shopee, which offers a range of services, including Shopee Paylater, a buy-now-pay-later (BNPL) service that allows users to purchase goods without having to pay in advance. This service has become increasingly popular among students, who are often drawn to its convenience and flexibility. However, the impact of Shopee Paylater on consumers' behavior, particularly among students, is a topic of growing concern.

Consumptive Behavior: A Tendency to Excessive Purchases

Consumptive behavior refers to the tendency to make excessive purchases of goods and services, often without practical needs or uses. This behavior is often driven by emotional or impulse pushes, rather than careful consideration or planning. In the context of student consumptive behavior, this can be measured through the frequency of unplanned product purchases. Students who tend to buy goods or services without planning or careful consideration are more likely to engage in consumptive behavior.

The Study: Methodology and Data Analysis

This study aims to determine how pocket money, lifestyle, social influence, and closeness to the Shopee platform affect the consumptive behavior of students of the Faculty of Economics and Business (FEB) at the University of North Sumatra (USU). The data used in this study are primary data collected through the distribution of questionnaires to 75 respondents who are USU FEB students and Shopee e-commerce users. The data analysis method used is the Structural Equation Model (SEM) with the Partial Least Square (PLS) approach using the SmartPLS application.

Results and Discussion

The results of this study indicate that all exogenous variables have a positive relationship and can explain the endogenous variable, although not all variables have a significant effect. The following is the influence of exogenous latent variables on endogenous latent variables:

Pocket Money: Has a positive relationship and significant influence on consumptive behavior. Students with larger allowance tend to be more free in making purchasing decisions.
Lifestyle: Has no influence on consumptive behavior. This may be caused by a shift in values and priorities of students who prefer items that provide instant satisfaction than goods that reflect certain lifestyles.
Social Influence: Has a positive relationship and significant influence on consumptive behavior. Students are more likely to shop based on the influence of their friends and their environment.
Closeness to the Shopee Platform: Shows a positive relationship and significant influence on consumptive behavior. The ease of access and flexible payment methods contribute to increasing the frequency of purchases.

Additional Analysis and Explanation

The importance of understanding the influence of Shopee Paylater on the consumptive behavior of students cannot be ignored, especially considering the millennial and Z generations who are increasingly familiar with technology and ease of online shopping. The convenience offered by Shopee Paylatter, which allows users to buy goods without having to pay in advance, can change the mindset and shopping habits of students. This influence is also influenced by psychological factors such as social pressure, where students feel encouraged to buy goods that are trending or in accordance with their group norms.

Conclusion

In conclusion, this research emphasizes the importance of understanding the factors that influence the consumptive behavior of students in this digital age. Given the many factors involved, further research can be done to explore this relationship deeper and find solutions that can help students in managing their consumptive behavior wisely.

Recommendations

Based on the findings of this study, the following recommendations are made:

Financial Education: Students should be provided with financial education to help them manage their pocket money wisely and avoid excessive consumptive behavior.
Social Influence: Students should be aware of the influence of their friends and environment on their consumptive behavior and make informed decisions.
Closeness to the Shopee Platform: Students should be mindful of the ease of access and flexible payment methods offered by Shopee Paylater and use them responsibly.

By understanding the factors that influence consumptive behavior among students, we can develop effective strategies to help them manage their behavior and make informed decisions about their purchases.
Frequently Asked Questions (FAQs) about the Influence of Shopee Paylater on Consumers' Behavior

Q: What is Shopee Paylater and how does it work?

A: Shopee Paylater is a buy-now-pay-later (BNPL) service offered by Shopee, a popular e-commerce platform in Indonesia. It allows users to purchase goods without having to pay in advance, with the option to pay later in installments.

Q: How does Shopee Paylater affect consumers' behavior?

A: Shopee Paylater can influence consumers' behavior by making it easier for them to make purchases without having to pay in advance. This can lead to excessive consumptive behavior, as consumers may feel more comfortable buying goods without having to worry about the immediate cost.

Q: What are the factors that influence consumptive behavior among students?

A: The factors that influence consumptive behavior among students include pocket money, lifestyle, social influence, and closeness to the Shopee platform. These factors can affect students' purchasing decisions and behavior.

Q: How does pocket money affect consumptive behavior among students?

A: Pocket money has a positive relationship with consumptive behavior among students. Students with larger allowance tend to be more free in making purchasing decisions, which can lead to excessive consumptive behavior.

Q: Does lifestyle affect consumptive behavior among students?

A: No, lifestyle does not seem to have a direct influence on consumptive behavior among students. This may be caused by a shift in values and priorities of students who prefer items that provide instant satisfaction than goods that reflect certain lifestyles.

Q: How does social influence affect consumptive behavior among students?

A: Social influence has a positive relationship with consumptive behavior among students. Students are more likely to shop based on the influence of their friends and their environment, which can lead to excessive consumptive behavior.

Q: What is the role of Shopee Paylater in influencing consumptive behavior among students?

A: Shopee Paylater shows a positive relationship with consumptive behavior among students. The ease of access and flexible payment methods offered by Shopee Paylater contribute to increasing the frequency of purchases, which can lead to excessive consumptive behavior.

Q: What are the implications of this study for students and parents?

A: The findings of this study suggest that students and parents should be aware of the factors that influence consumptive behavior among students, including pocket money, lifestyle, social influence, and closeness to the Shopee platform. By understanding these factors, students and parents can develop effective strategies to help students manage their consumptive behavior and make informed decisions about their purchases.

Q: What are the recommendations for students and parents based on this study?

A: Based on the findings of this study, the following recommendations are made:

Financial Education: Students should be provided with financial education to help them manage their pocket money wisely and avoid excessive consumptive behavior.
Social Influence: Students should be aware of the influence of their friends and environment on their consumptive behavior and make informed decisions.
Closeness to the Shopee Platform: Students should be mindful of the ease of access and flexible payment methods offered by Shopee Paylater and use them responsibly.